The purpose of this paper is to suggest some ways in which present pressures on institutions and their facilities to be more productive can be more creatively met. The main theme of the paper is that many faculty are ready and able to change their styles of work and are prepared to engage in professional activities of substantially different character from those in which they are presently occupied. The central structural change that will be outlined in this paper is concerned with the institutionalization of the public service mission in higher education. The paper is in five parts. The first outlines the problem in some greater detail. The second deals with needs of faculty and the third with reluctance of faculty to change roles. The fourth suggests some modes of easing the transition to new roles. The fifth section is concerned with staffing the new public service unit. The paper concludes with some thoughts about imperatives for higher education institutions. (Author/PG)